Author Archives: Jeffrey K. Liker and Timothy N. Ogden

Jeffrey K. Liker and Timothy N. Ogden are the authors of Toyota Under Fire: How Toyota Faced the Challenges of the Recall and the Recession to Come Out Stronger (McGraw-Hill / 2011). www.toyotaunderfire.com

When faced with serious recalls in late 2009 and early 2010, Toyota had important strategy decisions to make. Though they knew that there were not any engineering flaws (as NASA confirmed in 2011), Toyota decided to take the blame. Instead of pointing fingers, the Japanese automobile manufacturer dealt with the crisis in a way that made them stronger as a brand. What can other companies learn from Toyota's PR nightmare?